Brands Branding JOMC 170 Principles of Advertising 02Brands ppt SOURCE Colas Energy Drinks Swing for Fences Hein Kenneth Brandweek 6 19 2006 Vol 47 Issue 25 Carbonated Beverages 1 2 3 4 5 6 BRAND COMP A N Y LEA D A GENC Y N A ME LOC A TION Coke C lassic PepsiCola D iet Coke Mo untain Dew D iet Pepsi Sprite Coca Cola 7 Dr Pepper 8 Fanta 9 PepsiCo TO TA L MEDIA QU A LITY FA MILIA RITY PURCH A SE EQUITY SA LES EXP INTEN T cases m illions W ieden Kennedy 1 796 0 123 6 7 33 99 7 54 70 4 New York BBDO New York 1 141 8 115 2 7 44 98 7 51 70 4 Coca Cola FCB NewYork 999 0 396 6 58 88 6 00 57 3 PepsiCo BBDO New York 659 7 52 1 6 48 92 5 90 56 1 PepsiCo DDB New York 613 1 95 0 6 27 88 5 65 53 9 Crispin Porter Bog usky M iam i Cadbury Young Schweppes R ubicam New York Coca Cola Og il vy Mather New York Coca Cola FCB NewYork 581 0 31 9 7 13 97 7 23 66 3 578 4 53 2 7 14 92 6 58 63 0 167 7 7 2 N A N A N A N A 158 1 0 0 6 05 71 5 29 50 2 BBDO New York 140 5 44 9 6 31 66 6 13 54 6 BBDO New York 140 5 0 0 N A N A N A N A Coca Cola Caffeine Free D iet Coke 10 Sierra PepsiCo M ist 10 D iet PepsiCo Mo untain Dew Brand A brand is a mixture of attributes tangible and intangible symbolized in a trademark which if managed properly creates value and influence Different interpretations of Value From a marketing or consumer perspective it is the promise and delivery of an experience From a business perspective it is the security of future earnings From a legal perspective it is a separable piece of intellectual property Brands offer customers a means to choose and enable recognition within cluttered markets Intangibles Intangible incapable of being touched Intangible assets trademarks copyrights patents design rights proprietary expertise databases etc Intangible brand attributes brand names logos graphics colors shapes and smells Tangibles Tangible capable of being touched Tangible assets manufacturing plant bricks and mortar cash investments etc Tangible brand attributes the product and its packaging Tangible brand values useful qualities of the brand known to exist through experience and knowledge Parent Brand A brand that acts as an endorsement to one or more sub brands within a range Sub brand A product or service brand that had its own name and visual identity to differentiate it from the parent brand Sub brand Coca Cola s most famous sub brand Diet Coke Masterbrand A brand name that dominates all products or services in a range or across a business Sometimes used with sub brands sometimes used with alpha or numeric signifiers see also Monolithic Brand Monolithic Brand A single brand name that is used to masterbrand all products or services in a range Individual products are nearly always identified by alpha or numeric signifiers Companies like Mercedes and BMW favor such systems Product Brand A brand which is synonymous with a particular product offering for example Cheerios Service Brand A product consisting predominantly of intangible values A service is something that you can buy and sell but not drop on your foot The Economist In this sense a service is something that you do for somebody or a promise that you make to them Corporate Identity At a minimum is used to refer to the visual identity of a corporation its logo signage etc but usually taken to mean an organization s presentation to its stakeholders and the means by which it differentiates itself from other organizations Examples on the following 6 slides from http www unc edu design manual Brand Identity The outward expression of the brand including its name and visual appearance The brand s identity is its fundamental means of consumer recognition and symbolizes the brand s differentiation from competitors Brand Associations The feelings beliefs and knowledge that consumers customers have about brands These associations are derived as a result of experiences and must be consistent with the brand positioning and the basis of differentiation Brand Commitment The degree to which a customer is committed to a given brand in that they are likely to re purchase re use in the future The level of commitment indicates the degree to which a brand s customer franchise is protected from competitors Brand Personality The attribution of human personality traits seriousness warmth imagination etc to a brand as a way to achieve differentiation Usually done through long term above the line advertising and appropriate packaging and graphics These traits inform brand behavior through both prepared communication packaging etc and through the people who represent the brand its employees Brand Essence The brand s promise expressed in the simplest most single minded terms For example Volvo safety AAA Fourth Emergency Service Apple Innovation The most powerful brand essences are rooted in a fundamental customer need Brand Image The customer s net out take from the brand For users this is based on practical experience of the product or service concerned informed impressions and how well this meets expectations For non users it is based almost entirely upon uninformed impressions attitudes and beliefs Brand Equity The sum of all distinguishing qualities of a brand drawn from all relevant stakeholders that results in personal commitment to and demand for the brand These differentiating thoughts and feelings make the brand valued and valuable SOURCE Colas Energy Drinks Swing for Fences Hein Kenneth Brandweek 6 19 2006 Vol 47 Issue 25 Carbonated Beverages 1 2 3 4 5 6 BRAND COMP A N Y LEA D A GENC Y N A ME LOC A TION Coke C lassic PepsiCola D iet Coke Mo untain Dew D iet Pepsi Sprite Coca Cola 7 Dr Pepper 8 Fanta 9 PepsiCo TO TA L MEDIA QU A LITY FA MILIA RITY PURCH A SE EQUITY SA LES EXP INTEN T cases m illions W ieden Kennedy 1 796 0 123 6 7 33 99 7 54 70 4 New York BBDO New York 1 141 8 115 2 7 44 98 7 51 70 4 Coca Cola FCB NewYork 999 0 396 6 58 88 6 00 57 3 PepsiCo BBDO New York 659 7 52 1 6 48 92 5 90 56 1 PepsiCo DDB New York 613 1 95 0 6 27 88 5 65 53 9 Crispin Porter Bog usky M iam i Cadbury Young Schweppes R ubicam New York Coca Cola Og il vy Mather New York Coca Cola FCB NewYork 581 0 31 9 7 13 97 7 23 66 3 578 4 53 2 7 14 92 6 58 63 0 167 7 7 2 N A N A N A N A 158 1 0 0 6 05 71 5 29 50 2 BBDO New York …